Don’t assume people understand

Are you introducing a new program? Running an event that’s going to be amazing? Offering all kinds of incredibly valuable products and services that nobody is buying?

Sometimes we need to take a step back from what we’re doing to make sure that we really and obviously explained to people what’s in it for them to buy or take part in something.

Figure out the key value points

First, think about what the main value is of what you’re offering. What will people get or what problem will it solve?

Try to come up with three to five things. It could be that they’ll learn something, it could be that they’ll feel better, it could be that they’ll meet like-minded people. Having these values in writing will help you get better at selling. 

Share that information in detail somewhere

Now you want to really explain the value. This is where a blog is really useful. If you don’t have that, a product page or a post on Facebook or on other social media networks will work.  Write out in about 500 words (this is more of a blog post guideline) what the value is. Break it up in much the way this post is done with sub-headings that jump out (download our free infographic on the key parts of a great blog post).

Value one – two to three sentence description explaining how that will translate for them.

Value two – what is going to change for them as a result of taking part or buying your product.

Value three – what tangible learning point or thing will they get out of buying? 

Use plain language 

Sometimes one of our biggest weaknesses is not realizing that other people don’t understand the way we speak. As much as possible, break things down as simply as possible. Try not to think of this as “dumbing down” your content, but instead think of it as making it easy to read quickly and simple to understand. 

How plain and simple your content is also depends on who you’re talking to. If you’re offering an advanced class in something you’re going to speak in a language that makes it clear that this isn’t for beginners, but take the time to think that through. You want to ensure that people don’t feel overwhelmed when they’re exactly who you’re hoping to have take part in something.

End with a call to action

One of my biggest weaknesses in business in the past has been to tell people all about the things that I do, but fail to make it clear and easy for them to actually start working with me. I think that’s something a lot of people feel uncomfortable with and worry feels pushy. 

Here’s the thing though – people often don’t think to take the action you’re hoping that they’ll take. You need to make it as easy and straightforward as possible for them to do the thing you want them to do.  

State the call to action – Download this free infographic now,  sign up for the class now <insert a link for them to sign up>, buy this amazing widget here <insert a link for them to buy>. 

By clearly explaining the value of what you’re offering and making buying or taking whatever action you want them to take as simple as possible you are far more likely to convert your readers to customers.  

Leave a comment and let me know if you have anything to add or experience with making this work!

Who are you talking to?

Do you know who your audience is? Have you ever sat down and thought about who it is you’re trying to reach with your business?

Who is your audience?

For social media (like any other communications and marketing initiatives) knowing who your audience is and understanding them sets the tone for all your messaging.

What do you know about your audience?

Once you know who your audience is, you need to figure out what makes them tick:

• What do they like?
• What do they want?
• What do they need? 
• How can you help?

“Social Media Simplified” is our tag line. A lot of our audience wants help understanding what they feel is complicated and, at times, overwhelming. They want simple, concise information. They don’t want to feel silly for not understanding when they come to us.

How do you say it?

Speak their language and at a level they feel comfortable with. Don’t talk down to or confuse them by talking over their heads. 

For us it’s avoiding jargon or information that is overly complicated when it’s not necessary knowledge. 

Example: Personal chef

Let’s go through it again with the example of two personal chefs with two different audiences.

The first specializes in catering special events, making delicious and complicated meals, and bringing haute cuisine right to your home.  The second makes home-cooked meals for your convenience.

The audience for the first is high income professionals who want to live an exquisite life.  They want to feel they are getting the best and they are willing to pay for it.

The audience for the second are busy professionals who are willing to pay for the convinience of not having to cook themselves.

The messaging to those two audiences would be very very different and for the most part, not interchangeable.  The first would be all about having the best, treating yourself to what you deserve and bringing a 5-star restaurant right to your home.  The second would be all about convenience, making life easier, and giving you more time and energy for the things that are important to you.

Same job title; completely different messaging based on audience.

Knowing who your audience is (and pick your IDEAL audience instead of saying “anyone who will give me money”) makes all the difference in the way you communicate.

Have you taken the time to figure it out? Who is your audience? Leave a comment and tell us who your audiences are and how you’ve gone about creating content for them - we’d love to hear!